The impact of customer cognitive competence on online service decision-making: an event-related potentials perspective

Jing Wang, Meina Zhao and Gang Zhao

The Service Industries Journal, 2017, vol. 37, issue 5-6, 363-380

Abstract: Customer service online decision-making is subject to the perception of service value based on the interaction between customer cognition and emotion. The study reported in this paper examines the impact of customer cognitive competence on the online service perceived value. Thirty participants were divided into high- and low-cognitive-competence groups based on their responses on the service value perception survey. During the experiment, both groups were shown services that were available for online purchase. Changes in cognitive and emotional late positive potential (LPP) in the occipital and central–parietal region were recorded. In comparison with the customer sacrifice and customer benefit, the service value may elicit greater emotional LPP components in the central–parietal region and shorter cognitive LPPs in the occipital region in the group with high cognitive competence. Our findings present a potential neural mechanism for the impact of consumer cognitive competence on service value perception and decision-making, which may encourage the managers to improve service quality and guide the research of customer behavior and marketing.

Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://hdl.handle.net/10.1080/02642069.2017.1325467 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:37:y:2017:i:5-6:p:363-380

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642069.2017.1325467

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().